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Godrej to launch anti-ageing product for growth
14 Apr '06
2 min read
Godrej Consumer Product Limited's market share in bathing soap category is expected to go up one percent.
It plans to achieve this by launching its anti-aging soap, Evita.
Evita was launched a month ago in markets of north, west, south and West Bengal in east.
Keyline Brands Limited, the United Kingdom-based cosmetics and toiletries brand was acquired by GPCL in November, 2005.
R K Sinha, Executive Vice-President, Soap Group, GCPL said in an interview that presently market share in this category is approximately 10 percent, whereas Hindustan Lever Limited, the closest competitor holds 55 percent, said Sinha.
Godrej's Fairglow, the fairness soap, has been selling to the tune of Rs 50 crore per year since its launch, five years ago.
Sinha expects Evita too, to gross yearly sales of Rs 50 crore.
It is the only anti-aging soap in country with the price much lower than conventional creams.
Customers in their late twenties and early thirties are targeted for this soap in whom fine lines of age start appearing, said Sinha.
The soap is priced at Rs 14 for a 75 gram pack and Rs 24 for a pack of two soaps.
Though the soap belonged to premium category, it was reasonably priced, Sinha viewed.
The company has plans of launching the soap in rural markets at a later stage.
Compared to South, the soap performed better in the north and west and reasonably well in the east.
Sinha said that Godrej had achieved a growth of 20 percent in the previous year.
The soap market in India grew at 4 percent but Godrej Soaps achieved growth rate of 20 percent.
Evita is undergoing test market in India before it is launched all over. The product is however slated to be released soon in markets in west Asia, said Sinha.
It plans to achieve this by launching its anti-aging soap, Evita.
Evita was launched a month ago in markets of north, west, south and West Bengal in east.
Keyline Brands Limited, the United Kingdom-based cosmetics and toiletries brand was acquired by GPCL in November, 2005.
R K Sinha, Executive Vice-President, Soap Group, GCPL said in an interview that presently market share in this category is approximately 10 percent, whereas Hindustan Lever Limited, the closest competitor holds 55 percent, said Sinha.
Godrej's Fairglow, the fairness soap, has been selling to the tune of Rs 50 crore per year since its launch, five years ago.
Sinha expects Evita too, to gross yearly sales of Rs 50 crore.
It is the only anti-aging soap in country with the price much lower than conventional creams.
Customers in their late twenties and early thirties are targeted for this soap in whom fine lines of age start appearing, said Sinha.
The soap is priced at Rs 14 for a 75 gram pack and Rs 24 for a pack of two soaps.
Though the soap belonged to premium category, it was reasonably priced, Sinha viewed.
The company has plans of launching the soap in rural markets at a later stage.
Compared to South, the soap performed better in the north and west and reasonably well in the east.
Sinha said that Godrej had achieved a growth of 20 percent in the previous year.
The soap market in India grew at 4 percent but Godrej Soaps achieved growth rate of 20 percent.
Evita is undergoing test market in India before it is launched all over. The product is however slated to be released soon in markets in west Asia, said Sinha.
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